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Managing Partner Vasiliki Petrou, founder of the Unilever Prestige division, will partner with the executive team on the brand’s ongoing growth.
July 23, 2026
By: Lianna Albrizio
Associate Editor
Semcap Beauty & Wellness is betting on Merit Beauty.
The company has made a minority investment in the US-based cosmetics brand known for its modern, minimalist approach to beauty.
The investment was led by Vasiliki Petrou, managing partner at Semcap Beauty and Wellness. With more than three decades of experience in the beauty industry, Petrou founded the Unilever Prestige division in 2014 and led the acquisition and growth of a portfolio of brands including Dermalogica, Paula’s Choice, Hourglass, Tatcha and K18.
Petrou will join Merit’s board and partner with the executive team on the ongoing growth and globalization of the brand.
“Merit is one of the most thoughtfully built brands in beauty, a true icon in the market,” said Petrou. “I love the timeless brand aesthetic, the simplified and edited approach to beauty, and the focus on the Millennial and Gen X consumer, which is a significant white space in our industry. I am thrilled to support the continued global scaling of the brand.”
This month, Merit Beauty announced its first hospitality partnership with The Ritz-Carlton.
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